Will Clem
Nov 3, 2015

Your market needs you

CHINA INNOVATION 2015: Economic jitters and tough new legislation ought to bode ill for advertisers, but the industry is using the challenge to drive innovation.

The days of “coming to China with a shotgun-full brands” and a marketing model based on “if you sell it they will come” are over, says Jonathan Turner, Greater China GM at Brandimage. “We need to see the opportunity in this, and there is opportunity to be had,” he says. “But we have to be smarter and more focused. There is an increasing sophistication of Chinese consumers  that is very real.”

Brands need to...

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